Practice

Naming

Visual Identity

Photography

Illustration

Proper

Proper is a space where bartenders, mixologists, and baristas come together to further drink-making skills and meet peers in their industry.

Proper was inspired by what I experienced during the Covid-19 pandemic. As restrictions were lifted for the hospitality industry, many found themselves weakened by understaffed teams or lack of training for employees. Proper was created to provide both the space and the expertise to facilitate introduction to newcomers and those wanting to further their careers.

Brand At-A-Glance

Logo

Color

Typography

Photography Style

The elements that bring proper to life speak to the bartender and barista's day-to-day. Bringing in multiple crates for delivery, keeping their apron clean, or adding a pop of color to the presentation of a drink are opportunities that only exist in this industry and provide the opportunity to tell a more accurate story.

Menu visualization can be an essential tool when training. Recipe cards featuring drink illustrations can help new bartenders memorize their core menu quickly. The minimal custom illustrations, to-the-point descriptions, and vibrant colors can provide the mind with an anchor to facilitate learning.

Online, color combinations separate the different pages of the website, making them memorable and distinctive to each other. This works with the online schedule as well, creating an identity for each class offered by Proper. 

© Ana C Vazquez 2023